webinar: best practices for marketing on linkedin

#LinkedInMktg

#LinkedInMktg

Keith RicheyGlobal Group Manager, MarketingSeptember 10, 2014

Best Practices for Marketing on LinkedIn

Marketing best practices

Our team’s approach

Consumer evolution

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Your buyers’ behavior is forever changed

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Through the buying cycle

60%

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Mobile at the Center of Consumers’ Lives

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Be accurate Be helpful Be everywhere

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And what does it mean to your brand?Three new keys to success:

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Consumer evolution

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Find your audience

Shape perception

Establish trust

Build strong communities

Geography

Function

Industry

Seniority

Display Ads

Content Ads

Company Updates

Sponsored Updates

Company Updates

Sponsored Updates

Followers

Groups

Measure and optimize

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4 keys to build your brand on LinkedIn


Find your audience

Shape perception

Establish trust


Geography

Function

Industry

Seniority

Display Ads

Content Ads

Company Updates

Sponsored Updates

Company Updates

Sponsored Updates

Followers

Groups


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Lives in Dallas

Small business owner Heavy mobile and iPad user

James GillIdentity

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500+ connections

Member of groups about

entrepreneurship

Shares content daily on LinkedIn

Network & knowledge

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James Gill


Professionals just like him can be reached on LinkedIn through

313 Million+powerful targeting capabilities

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Target the customer you need to reach Target professionals who

live in target cities along key routes

Identify members who belong to LinkedIn groups related to business travel in Asia

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“We knew we needed to advertise where business people – and especially the business travelers – are going to be. They’re on LinkedIn.”Dennis OwenVP Marketing Americas, Cathay Pacific Airways


Find your audience

Shape perception

Establish trust


Geography

Function

Industry

Seniority

Display Ads

Content Ads

Company Updates

Sponsored Updates

Company Updates

Sponsored Updates

Followers

Groups


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LinkedIn Self-Serve Ads

Acquire customers for your business with self-serve text ads

Generate leads with pay per click performance advertising

Manage campaigns yourself with our easy to use self-serve interface


Standard Display Ads

Reach the right audience at the right time on the most accountable medium

Target influential professionals with precision

Drive high-quality audiences to your website


Standard Content Ads

Distribute your content directly to LinkedIn members

Extend the reach of existing collateral

Drive engagement with a rich and varied format

Share multiple feeds in a dynamically updated ad unit


Build brand awareness and leads with targeted campaigns

Reached 170k business decision makers

.07% CTR for branding ads Numerous qualified

meetings scheduled as a result

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“LinkedIn helps you target the CIOs and senior IT executives you need to drive new business.”

Jason KaneAccount Director, Anvil Media Inc. (agency)


Find your audience

Shape perception

Establish trust


Geography

Function

Industry

Seniority

Display Ads

Content Ads

Company Updates

Sponsored Updates

Company Updates

Sponsored Updates

Followers

Groups


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Company Pages

Share content and opportunities to make professionals more productive and successful.

Your destination to establish your company's identity and build relationships with the world's professionals

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Sponsored Updates deliver rich contentacross all devices in the LinkedIn feed


50% more likely to agree that “Adobe is shaping the future of digital marketing”.

79% more likely to agree that “Adobe can help me optimize my media spend”

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Brand awareness withSponsored Updates

“Sponsored Updates allowed us to reach the right audience on the right channel, ultimately helping to move the needle on a primary objective – to inform and educate marketers that Adobe is an industry leader in providing digital marketing solutions.”

- Maria Poveromo, Sr Director PR, AR and Social Media, Adobe


Find your audience

Shape perception

Establish trust


Geography

Function

Industry

Seniority

Display Ads

Content Ads

Company Updates

Sponsored Updates

Company Updates

Sponsored Updates

Followers

Groups


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Drive thought leadership with a Company Page and B2B Group 82,000 group members 2.7% conversion rate,

3X higher than Facebook and Twitter

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“LinkedIn brings us in contact every day with B2B professionals that understand the value of our products.”

Dan SlagenGlobal Marketing Relations, HubSpot


Find your audience

Establish trust

Be personal

Geography

Function

Industry

Seniority

Company Updates

Sponsored Updates

Sponsored InMail

Spotlight Ad


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3 keys to generate leads on LinkedIn


3X the click-to-conversion rate seen on other leading social channels.

Lower cost-per-lead without lowering lead quality.

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Sponsored Updates todrive high-quality leads

“Including Sponsored Updates in our marketing mix has lowered overall cost per lead, while maintaining the quality of our leads. At the same time, we’re getting additional brand awareness as a benefit of organic sharing – and the targeting capabilities are unmatched by any other social channel.”

- Gonzalo Mannucci, Demand Generation Leader, Bislr


Sponsored InMail

Send a personalized message directly to a member’s inbox

Ensure standout; just one message is sent every 60 days

Prompt user to take action with customizable response button


Impact the right decision makers with Sponsored InMail 29% open rate 23% CTR Qualified meetings with

people who met specific criteria

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“We can target exactly the people we want to reach while achieving the scale to fulfill our campaign.”

J.P. WaltiDirector of Demand Generation, Hearsay Social


Maximize reach across LinkedIn

InMail Reach in the inbox on desktop

and mobile

Display Reach across desktop pages

Sponsored Updates Reach across all devices via

the LinkedIn feed

by combining Display, Sponsored Updates, and InMail


26% of new leads come from Display Ads; 6% of leads come from updates.

Generated higher quality leads than from any other channel

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Awareness and leadswith display, inMail and Sponsored Updates

“LinkedIn is a social network where we can specifically target people who are in a position to be making important business decisions.”

- Betsy Schneider, VP of Marketing Services, BI Worldwide




Consumer evolution


Our blog is core to our content marketing strategy

EVENTS

SPONSORED UPDATES

SOCIAL +ONLINE

BLOG

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Blog: Focus on relevance, variety, frequency

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Big Rock content fuels performance

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LinkedIn Showcase Page as key content hub

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Customer engagement Channel traffic High quality leads

Sponsored Updates drive results

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Targeted InMails complement the feed with even more personal communication

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Be accurate Be helpful Be everywhere

Keys to Success

#LinkedInMktg